Percept create a tasty and vibrant pack design for a new, healthy and nutritious 24-7 snack by Frutex.
A project 4 years in the making, Frutex prepare to launch a new product in major Australian supermarkets called 24-7. More than a soup, 24-7 is to be marketed as a healthy, nutritious and complimentary snack, a wholesome meal that can be had any time of day.
Frutex raised the importance of highlighting the product’s use of nutritious Australian oats, natural flavours and seasonings, all without the nasties. The packaging needed to highlight the health benefits to consumers whilst having strong standout in a saturated market against renowned competitor brands with a dominant presence in this space such as Campbell’s and Continental.
The brand led pack design took shape with a bold, typographic approach highlighting the product claims through words and colour blocking. An approach, which amongst its competitors, is unexpected, however in return delivered outstanding shelf shout, contrast and visibility. The vibrant full red coverage and differentiating flavour colours creates a noticeable and memorable brand design for consumers.
Engaging the customer with a strong, yet personable tone of voice, ensures the brand messages are quickly communicated and easily understood front and centre of each pack.
The packaging design utilises a silver foil print treatment on the 24-7 brand logo, further contributing to the product’s positioning, contrast and recognition within the market.